Bengaluru has to live up to its logo

Bengaluru should note two disastrous efforts by Seattle — the punny See@L and confusing Metronatural — and proceed carefully.

Place branding is increasingly becoming the mantra for cities, regions and even countries.

So, considering even Costa Rica has launched a new catchphrase “Essential Costa Rica” this year to turn the world’s attention to its attractions beyond tourism, it is about time Bengaluru did something to resurrect its flagging image.

Unveiling a logo that not only echoes the Kannada font but also stresses the “Be” and “U” of its name is clever, even if it does echo similar, much-praised initiatives by other cities in crises such as Belfast’s “Be Welcome” (2008), Berlin’s “Be Berlin” (2008) and even “I AMsterdam” (2004).

Of course, it remains to be seen if BEngalurU — the first such effort by an Indian city — becomes as iconic as New York’s 40-year-old logo or the newer ones of Melbourne and Paris. But at least it is an acknowledgement that the city needs an image makeover. Hopefully, its efforts will not be limited to just a logo.

Place branding is not a new idea: heraldic city emblems of yore were, after all, actually precursors of today’s “I love NY” sort of slogans. But as gurus in that field insist, unless the place lives up to its logo or at least echoes a popular sentiment, it simply will not work.

Bengaluru should note two disastrous efforts by Seattle — the punny See@L and confusing Metronatural — and proceed carefully.

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